83 Percent of Consumers Use Online Product Reviews
By Anna Johnson on July 10th, 2008A survey conducted by Opinion Research Corporation indicates that 83 percent of consumers use online product reviews to make purchases.
In fact, 61 percent used online reviews, blogs and other sources of online customer feedback before purchasing a new product or service. They mainly used search engines to conduct their research.
In addition, 38 percent of the survey respondents first consulted online product or service reviews when they began their shopping research, while 27 percent used the Internet when deciding between two or three products or services.
Another 21 percent used online reviews to confirm their decision to buy a particular product or service.
The most researched product and service categories were as follows:
- Travel/Recreation/Leisure: 84 percent
- Electronic goods: 80 percent
- Household products/services 66 percent
- Clothing: 55 percent
- Automotive: 55 percent
- Personal care: 40 percent
- Food: 24 percent
I can see at least two big “take outs” out of this research for Internet marketers:
Firstly, review sites are popular! Of course, before you rush out to create yet another of those affiliate websites barely disguised as product review sites… the research did NOT specify which review sites were popular. Presumably, if you offer consumers true value – objective, informative product reviews and perhaps the ability for them to add their own feedback – you’ll be on the right track.
Secondly, if you sell products and services, expect online reviews and discussions to increasingly influence your target market when it comes to buying – or not buying – from you. Although the popular categories are listed above, expect to see more forums, blogs and interactive areas where people can review, discuss and give feedback on all kinds of products, including information products. Witness, for example, the Internet Marketing Product Reviews & Ratings forum within the Warrior Forum, where Internet marketers Internet marketing information products. Bottom line: put out quality products that give people something good to say about your offerings!
